Matt Windle was named the new Managing Director of Lotus back in January of 2021 and a lot has changed for the brand since then. Today, it’s working on three new production vehicles, the Evija, the Emira, and of course, the Eletre SUV. Now, he’s laying out the future of the brand and how he sees it surviving.
Speaking to Top Gear he said “If you want Lotus sports cars to be around forever, we’ve got to make money, and we haven’t been making money in the past, and that’s why we haven’t been able to invest in product.”
That shouldn’t really come as a shock to most. It’s the same formula that a long time ago helped save Porsche when the Cayenne came out. Most will remember that the backlash was also quite similar to what Lotus is facing now with regard to the Eletre.
Lotus certainly hopes that its new all-electric SUV will pay off the same way that the Cayenne did. Lamborghini has seen similar success and even Ferrari is getting into the game with the upcoming Purosangue.
“We want to be a proper global, serious player,” Matt Windle said. “When it’s fully on stream, we’re hoping numbers in the tens of thousands.” And that revenue can feed directly into the sports car side of the business.
“Type 135 we’ve already talked about, which is the [electric] sports car that will come from us next, I’ve seen it, it’s amazing,” Windle said, “If selling these cars [the Eletre] helps us get on that journey, I think it’s a really important thing.”
Windle also made it very clear that he understands how important sports cars are to the brand. He would know more than most since he served as the Chief Engineer before moving into his current role.
He says that sports cars are the heart of the brand and that they’ll always be there. We can’t imagine being too upset if Lotus can manage to be the next Porsche or Lamborghini. Of course, only time will tell if they can make that dream a reality.